Soie launches innerwear, to add swim and nightwear

Thursday, 14 June 2012
Soie launches innerwear, to add swim and nightwearTargeting a growth of 30 to 35 per cent in the next two to three years, innerwear brand Soie from Ginza Industries plans to add swim and night wear to its existing product range. Explaining the reasons behind launching an innerwear brand for women in India, Anuja Mashruwala, Marketing Head says, “We are an apparel and lingerie brand, and we have been exporting lingerie to the US for a while. But the Indian market is much more exciting. Women are looking beyond black and white bras and are ready to add more color and fashion to their wardrobes. Citing this as an opportunity, we launched Soie, a lingerie brand for the domestic market.”

Soie is Soie launches innerwear, to add swim and nightweara fast fashion brand targeted at women 18 to 45 years. Currently, the range is available at three EBOs in Mumbai and two in Gujarat. The company plans to add five more EBOs by the year-end mostly in the north. For its apparel range, they have more than 400 shop-in-shops in 75 cities. “Since we have just added lingerie, we are looking for a bigger number of MBOs by the year end, probably 1,000 stores, including lingerie and hosiery stores. In large formats, we have just started with Reliance Trends. We are looking to add Pantaloons and Lifestyle,” Mashruwala explains.

While the apparel line was launched more than a year ago, lingerie was added only recently. Ginza, the parent company is a forward integration unit for lingerie, where the fabric and elastic is manufactured in-house. Elaborating on the Soie brand, Ashok Sethia, Founder and Director of Ginza Industries says, “Soie is derived from the French word for silk and establishes new benchmarks in style and quality for contemporary Indian women. Every process from designing, raw material procurement, manufacturing and distribution is managed in-house. This ensures stringent quality control and original, unmatched designs.”

With the aim of making a significant mark in the textile and garments industry, Ginza started its journey in 1986 with their corporate office in Mumbai. It also specializes in knitted fabrics, stretch lace, tricot fabrics, elastic and is India’s only producer of jacquardtronic fabric. Ginza’s manufacturing unit is located at Surat and has a capacity of producing 200 million meters of fabric per annum. Equipped with state of the art machinery from the world’s most renowned technology leaders, and with its specialized Export Oriented Unit (EOU) catering to the international clientele, the company has witnessed its export turnover grow five-fold over the last few years.